Two-side message

A message in which both good and bad points about a product or claim are presented. The negative information is usually relatively unimportant compared to the positive information. Such messages are supposed to be effective because they increase source credibility, and reduce resistance to the message among skeptic consumers. However, presenting negative information about the company’s product is an infrequent strategy in advertising, but it may be used to refute due to the adverse publicity of competitors.